Guess
Guess, Inc. · United States
Guess is an American fashion brand founded in 1981 by the Marciano brothers, best known for denim and its advertising. In a deal announced in August 2025 and completed in January 2026, Authentic Brands, chief executive Carlos Alberini and Maurice and Paul Marciano acquired 51 per cent of Guess's intellectual property and the company left the NYSE.
| Founded | 1981 |
|---|---|
| Founders | Georges, Maurice, Armand and Paul Marciano |
| Chief executive | Carlos Alberini (since February 2019) |
| Chief creative officer | Paul Marciano |
| Ownership | Private since January 2026 |
| Segment | Denim and casualwear |
| Website | guess.com |
What is Guess?
Guess is an American fashion company built on denim and branded clothing, with a large licensed range of accessories. It was founded in 1981 by the Moroccan-born designers Georges, Maurice, Armand and Paul Marciano, and began as a book of styles.
History
In 1985 the brand introduced black-and-white advertising that won design awards. Georges Marciano sold his stake to his brothers in 1993, and the company went public in 1996. The Marciano line launched in 2004. Carlos Alberini became chief executive in February 2019, with Alex Yemenidjian as chairperson and Paul Marciano as chief creative officer.
In August 2025 Guess announced a go-private deal. Authentic Brands, Alberini and Maurice and Paul Marciano agreed to buy 51 per cent of the Guess intellectual property in a transaction valued at 1.4 billion US dollars, after WHP Global had made a lower-valued offer in April 2025. The acquisition completed in January 2026, management continued to run the business and the shares were delisted from the NYSE.
Products and positioning
Guess sells denim and clothing and licenses accessories, including watches, jewellery, perfume, bags, shoes and eyewear.
Business model and distribution
- Own stores, with most located in the USA and Canada
- Factory outlet stores
- Licensing and franchise partners, for example Delta Galil in Israel
Why it matters
Guess is one of the best known American denim and casual fashion brands. Its 2026 move to private ownership, with intellectual property shared with a brand management company, is part of a wider trend towards asset-light ownership of established apparel brands.
Frequently asked questions
Who owns Guess?
Guess went private in January 2026. Authentic Brands, chief executive Carlos Alberini and Maurice and Paul Marciano acquired 51 per cent of its intellectual property, and management continued to run the business.
Who founded Guess?
Guess was founded in 1981 by the Moroccan-born brothers Georges, Maurice, Armand and Paul Marciano.
